Though the Qixi Festival was listed on China's National Intangible Cultural Heritage List in 2006, these days, fewer and fewer young people know of its original significance. Many now see it as Chinese Valentine's Day. This comparison is apt in regard to Niulang and Zhinu's love story. However, the biggest driving force trying to rebrand Qixi as its Western holiday counterpart is the business sector, which began promoting Qixi as an outpouring of commodified love around a decade ago.

Behind this transformation is a sharply rising demand for roses, chocolate and romantic gifts every year before the festival. On that day, an ordinary rose will sell for two or three times its normal price.

While businesses use the Qixi Festival as another opportunity to inflate prices on an endless array of products to shower on the one you love, this commercial hype has garnered more public attention to the festival than its original intent ever did. Yet traditionalists believe that the "love factor" should not replace the skill-improvement culture deeply embedded in this ancient celebration.

The importance of preserving that original cultural significance is gaining traction, particularly among the young. A wide range of events were held across China to mark the Qixi Festival on August 2. For instance, young people in Beijing dressed in Hanfu, a traditional Chinese costume, gathered at the Yuan Dynasty City Wall Relics Park for a celebration.

Girls were divided into five groups, each with seven participants, and competed to see who could most quickly thread the holes of seven needles all stuck on a bit of lotus root. Huang Yuchen, a senior middle school student, was excited about her good showing in the competition, having been the first to finish in her group. She said she helps her grandmother with needlework from time to time, and so found the work easy. "It is a moment to remind us young girls of the importance of polishing our skills in various aspects, not only needlework," said Huang.

"It's all right for some people to spend the day as Chinese Valentine's Day," Huang said, "but its cultural significance and traditional customs should never be omitted." She noted that since girls in the modern era may not rely so much on needlework, new competitions can be added as the times change. "The essence of Qixi, to encourage girls to keep learning and improving their skills, should never be lost."

Huang's view was echoed by Mo Wan, a college student, who was one of the organizers of the day's activity. "Though needlework competitions are not as popular as they were in the past, still some people value the tradition," said Mo. Around 180 people attended the traditional Qixi celebration in the park, the majority of whom were young girls. "As in ancient times, we compete, play games and plead for wisdom and progress in our skills," Mo said. "You may choose to call it Chinese Valentine's Day, but it's also important for people to know that Qixi is not only about love."

How girls choose to celebrate the festival is secondary to stressing the importance of intellect and a wide skill set, said Xiao Fang, a professor at the School of Chinese Language and Literature of Beijing Normal University. "These days, young women can find new ways to showcase their wisdom and skills outside of domestic work, in other professions," said Xiao, an expert on Chinese traditional culture and customs.

He added that the love factor in Qixi can be, to some extent, a positive thing in modern society as well. "The Chinese now enjoy much more freedom in love and marriage than in ancient times, but problems also follow, reflected by the ever-rising divorce rate," said Xiao. The festival commemorates the undying love between Niulang and Zhinu, he added, "so it is also a day to remind people about faithfulness and responsibility in love and marriage."

Oversimplifying Qixi as an offshoot of its Western counterpart discredits the origins of this distinctly Chinese festival. But as a society evolves, so too must its celebrations. The best way to commemorate the festival is to remember that love is to be cherished, women are to be respected, and most importantly, women's hard work and industriousness ought to be encouraged. In this way, the Qixi Festival remains culturally relevant and in pace with the development of the nation.

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